In this day and age of digital media and online merchandising, consumers are savvy customers.

They use their computers to do Internet research and perform price checks, then go to the stores looking for the best deal.

Maybe it has something to do with our cool climate, but the average Canadian spends more time online than computer users of any other country, an average 42 hours every month. That makes it even more critical for business owners to tap into that social marketplace and get to know who is monitoring their company online and find out what is being said about them.

With that in mind, The Citizen and its parent company, Glacier Media, are sponsoring the Changing Consumer breakfast event for business owners and marketers to find out how consumers access information and interact with businesses using digital media. The free event is an opportunity for local company owners to learn about advertising solutions and take advantage of the Internet to raise the profile of their companies and help them thrive.

Shelly Wilson, Glacier's vice president of integrated sales, will bring her expertise to the breakfast session for a 45-minute presentation, followed by a 15-minute question-and-answer period. Wilson has worked in the media for 10 years and has a diversity of experience in newspapers, magazines, flyer distribution, commercial printing, group buying, consumer analytics, online advertising and mobile applications.

“Seventy-six per cent of people do online research before making a purchase and 91 per cent of people still plan to purchase merchandise in-store, once they have completed their Internet research," said Wilson.

"There are more mobile phone units than TVs and PCs combined worldwide. You need to Increase the access points to consumers for your products and services while they are on the go, influencing their purchase decisions.”

The breakfast is set for next Wednesday, Oct. 3 from 7:30-9 a.m. at the Sandman Signature Hotel Great Room at 2990 Recreation Place. Continental breakfast will be served from 7:30-8 a.m. followed by Wilson's presentation at 8 a.m. and the question period at 8:45.

Space is limited, so please call 250-562-2441 to reserve your seats.

"As a multimedia organization we want to provide the latest information and trends for advertisers that will help them grow their business and connect them to their customers through online digital channels," said Citizen advertising director Lu Verticchio. "This is an information and ideas session to help our clients with their businesses."